People Patterns uses Behavioural Economics as a new source of advantage for innovative businesses. Email me bri@peoplepatterns.com.au to unlock the secrets of consumer behaviour for your business or follow the latest on Twitter @peoplepatterns.

Monday, August 15, 2011

New thinking for old business models; Drivers on Scoot and Coles Collect

Two fliers dropped into my letter box captured my attention recently because they were advertising new ways of thinking about existing business models.

The first was a flier forDrivers on Scoot. As their leaflet probes..."Had a little too much to drink and need to get home safely with your car?" Ah ha! A solution to the vexed issue that compounds big-night out regret - having to get your car the next day. The system involves four steps. 1. you make a booking 2. a driver meets you at the agreed time 3. the driver folds the motorised scooter they used to get to you into a bag and slips it in your car boot, and 4. they drive you and your car safely home. The driver then trundles off on their scooter to the next appointment..

Why did I think this business was interesting? It challenges the conventional thinking around how to get you and your car home (most typically a taxi home and then a logistical negotiation the following day to collect the vehicle). Promoted as cheaper than a two-way taxi trip, Drivers on Scoot have attempted to resolve a common issue for people based on these insights: control and convenience. Control because leaving your car means you cannot control what happens to it, and convenience because you do not have to waste time the following day reclaiming your vehicle.

The second flier I received was for Coles Click & Collect. This is a new service model that Coles have introduced in Windsor, Victoria whereby you order your groceries online, but instead of having them delivered they are hand packed and you collect them at a service station depot with fancy secured fridges. It's the "new express way to shop" according to the brochure.

Why did I think this was interesting? Coles are tackling a problem that I myself have experienced with online shopping - I simply do not want to commit to being at home for the 3 hour delivery window on a particular day. But I would happily shop online if I had control over when I could collect the goods. Have you noticed that control and convenience have reared their heads again? Control because I have control over when I collect the groceries and convenience because it fits in with my plans.

So have I tried either system? Well, no. I have been too well behaved to need the services of Drivers on Scoot (plus I think they need to target the spontaneous after-work drinks crowd rather than planned-nights out crowd). And for Coles, I do not travel through Windsor and so would need to wait for the service to be offered locally.

But what's interesting is that both Drivers on Scoot and Coles Click & Collect are based around control and convenience. They have crafted business models based on fitting in with the lifestyle of the customer. Here's the opportunity for your business: look for the problems that your customers are grappling with to get stuff done. A problem related to having a few drinks? Getting your car home. A problem with online shopping? Being home when the delivery is scheduled. Looking beyond your usual assumptions may give rise to a new thinking about your business, so give it a shot. I look forward to seeing your flier in my mailbox soon.

About Me

Hi! I'm Bri Williams and I run People Patterns, a consultancy specialising in buyer behaviour. I deliver benefits to you by tweaking the interactions you have with your buyers through the application of behavioural science. A marketer and consumer behaviouralist, I've worked across industries for over 15 years, am a specialist contributor to Smartcompany.com.au, facilitator, speaker and author. Contact me at bri@peoplepatterns.com.au to find out how to get your buyers to buy more.

Services available from People Patterns

People Patterns is about businesses getting their buyers to buy more through the application of proven techniques from behavioural sciences such as behavioural economics. By knowing the patterns, you can take the guess work out. Thin of it like "Magician's Secrets finally revealed", but for buyer behaviour!

Contact me via bri@peoplepatterns.com.au or 0408 392 173 to find out about what a difference this new perspective can bring. An obligation free chat could be the best thing you do for your business this year!